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Christy Tanner | TV Guide Digital | More, More, More: Viewer Panel Insights

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TV Guide Digital EVP/GM Christy Tanner presentation titled "More, More, More: Viewer Panel Insights." Presented at the VideoNuze 2012 Online Video Advertising Summit, June 19, 2012, NYC.

TV Guide Digital EVP/GM Christy Tanner presentation titled "More, More, More: Viewer Panel Insights." Presented at the VideoNuze 2012 Online Video Advertising Summit, June 19, 2012, NYC.


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  • 1. TVGuide.com Consumer ResearchMore, More, More: Viewer Panel InsightsJune 2012 @christytanner EVP & GM, TVGuide.com & TV Guide Mobile
  • 2. Can we predictthe future? 2
  • 3. Smartphones and tablets are changing the definition of entertainment 3
  • 4. People are watching more TV than ever 34% now watch 30+ hours per week 34% 32% 28% 2010 2011 2012 Source: TV Guide TV Team Survey; June 2012; 2,900 respondents 4
  • 5. They are embracing new shows and new options“This seasonis better than 42% last year” Source: TV Guide TV Team Survey; June 2012; 2,900 respondents 5
  • 6. 43% are watching MORE streaming content this year vs. last year Source: TV Guide TV Team Survey; June 2012; 2,900 respondents 6 New Girl photo: credit Patrick McElhenney/FOX
  • 7. 68% are watching 1-5 hours of video per week on mobile devices Source: TV Guide TV Team Survey; June 2012; 2,696 respondents 7
  • 8. 46% of mobile video watching takes place at home Photo by Scott Macklin www.mcdm.uw.edu 8
  • 9. How do you feel aboutads in streaming video? 9
  • 10. 66% hate ads during streaming videos Ok with ads Hate ads 66% 40% 35% 34% 32% 12% Before During After Source: TV Guide TV Team Survey; June 2012; 2,900 respondents 10
  • 11. During this season, we saw a 56%increase in paid streaming (no ads) 53% + 56% 34% Fall 2011 Spring 2012 Source: TV Guide TV Team Survey; June 2012; 2,900 respondents 11
  • 12. However, 60% of total mobile videoconsumption was free (ad-supported) Source: TV Guide TV Team Survey; June 2012; 2,696 respondents 12
  • 13. Why do you watchstreaming video? 13
  • 14. 73% to catch up on missed episodes to catch up on shows discovered40% mid-season or between seasons6% cut back on cable5% cancelled cable Source: TV Guide TV Team Survey; June 2012; 2,900 respondents 14
  • 15. The expanded discovery window iscausing massive habit fragmentation have discovered a new 86% favorite after a few episodes or seasons aired Source: TV Guide TV Team Survey; June 2012; 2,900 respondents 15
  • 16. “A lot of the time I waitand see what the buzz is after a couple episodes.” Source: TV Guide TV Team Survey; June 2012; 2,900 respondents 16
  • 17. “Typically, I will catch at leastpart of an episode … then go back and watch from the beginning either online, on demand, or summer reruns.” Source: TV Guide TV Team Survey; June 2012; 2,900 respondents 17
  • 18. “I used to wait for reruns or DVDs, but now I use Netflix or Hulu Plus to watch from the beginning.” Source: TV Guide TV Team Survey; June 2012; 2,900 respondents 18
  • 19. “Comedies, Ill start inthe middle. Dramas, I try to catch up first.” Source: TV Guide TV Team Survey; June 2012; 2,900 respondents 19
  • 20. Two people, same room:Different devices, different shows 47%have co-viewed* with a companion at home *TVGuide.com will give a prize for the best Twitter-suggested new verb to describe this behavior: @christytanner Source: TV Guide TV Team Survey; June 2012; 2,696 respondents 20
  • 21. How do we make discoveryand co-viewing* easier? 21
  • 22. TVGuide.com’s Watchlistmakes TV simple again – on any device 22
  • 23. Top new Watchlist shows last fallpredicted 8 of 10 full season pickups g Source: TV Guide internal reporting 23
  • 24. Three new shows cracked the top 10 streaming videos on TVGuide.com Source: TV Guide internal reporting Sept 2011– May 2012 24
  • 25. Can we predictthe future? 25
  • 26. Arrow is the #1 new dramaadded to Watchlists – so far Source: TV Guide internal reporting 26
  • 27. Top 10 new dramas added to Watchlists Source: TV Guide internal reporting 27
  • 28. 1600 Penn is the #1 new comedy added to Watchlists – so far 28
  • 29. Top 10 new comedies added to Watchlists Source: TV Guide internal reporting 29
  • 30. Thank you. @christytannerEVP & GM, TVGuide.com & TV Guide Mobile